B2B marketers need to approach digital transformation as an odyssey, not a roadmap with a fixed destination

B2B firms, regardless of the business sector, must pivot to a digital-first model, but they also have to understand that digital marketing and leveraging the technology that supports it does not have a fixed destination.

Jonathan Copulsky, senior lecturer of marketing and executive director of the Spiegel Research Center at Northwestern's Medill School of Journalism, Media, Integrated Marketing Communications, is co-author of The Transformation Myth: Leading Your Organization...

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